"it should be a sin to look this good."
Bringing back Il Makiage with a devilish new campaign.
read on
​​​​​​​​​​​​​
With its "100% high maintenance" launch campaign, Il Makiage broke barriers in the beauty industry. How can the brand double down and create disruption once again?
Solution:  The Book of Sin features print, OOH, and video vignettes that personify the 7 deadly sins (of makeup). The campaign whimsically glorifies Il Makiage's "100% high maintenance" attitude and seeks to inspire the maximalist in us all through the @TheBookofSin Instagram accounta devilish lifestyle feed.
⥿
greed
⥿
lust
⥿
sloth
⥿
@thebookofsin
⥿
case study
⥿
conclusion
This project is special to me. :)

First off, never before have I collaborated with a team as talented and inspiring as this one. Our dynamic was precious, fun, and challenging in all the right ways. Secondly, this enriching environment allowed the copy to flow from my fingertips, making for a wonderful, one-of-a-kind creative process. Thirdly, our hard work/hard play got recognized by The One Club, which is pretty freakin' neat!

Still, the final campaign has room for improvement, such as adding an interactive component to engage with consumers or executing ads with the remainder of the seven sins.
⥿
My Role
Copywriter

Team
Janina Alivio, Scarlett Maestre, Christina Santos, Ivanka Urrea, Ralph Vibar

Recognition
The Young Ones Merit Award (2019)
Fun fact: I can’t lie. Like Marta Cabrera in Knives Out (will the knife references ever end?), dishonesty disagrees with me. That’s how I say what needs to be said. That's what I bring to my work-- unobscured, meaningful communication.

I was born in NYC, raised by Polish immigrant parents. My superpowers include an inability to smell (undeniable lifesaver in this city) and the energy to dance all night long (practice from countless Polish parties). I am a lover of beauty, so much that I document my findings in this visual diary. Reach out to chat in a hybrid bookshop/dance club/cafe sometime. :)  ​​​​​​​
download my resume ​​​​​​​​​​​​​​